Jaded London Ad Banned for Glamorising Smoking

The watchdog ruled that a marketing email sent on 27 May, featuring a woman on holiday holding a lit cigarette, was heavily stylised and presented the model in a fashionable and attractive manner, making smoking seem appealing. The ASA said the image evoked an aspirational holiday lifestyle, with the model in fashionable clothing and accessories standing by a scooter near water. Jaded London argued the cigarette was not the focus and appeared unlit, but agreed to stop using images of models smoking in future ads. The brand, founded by siblings Jade Camber and Grant Goulden in 2013, has 1.5 million Instagram followers and made £51m in sales in the year to June 2025. The ASA told the brand to ensure future marketing was socially responsible.